1 CMO Third Annual INFLUENCE STUDY
2 CMO Influence Study - Welcome We re pleased to present the Third Annual Forbes/Appinions CMO Influence Study, in which we identify and recognize the marketing leaders that have established themselves by sharing opinions that travel and generate significant reactions. This report is based on an analysis of data collected between July 26, and October 14, on the top 500 companies from the Forbes Global 2000 Largest Companies list (henceforth referred to as the Forbes Global 500 ). It includes only companies that conduct business in English speaking countries (e.g. Samsung and BMW). Note that we use the title CMO but selected the highest ranking marketing officer within any given company for inclusion in the study. The actual title of each honoree is listed on their personal profile page. To prepare this study, the Appinions platform analyzed over 100 million articles from news, blog, and social media sources, identified opinions from and reactions to the selected CMOs, and calculated a proprietary influence score based on the people or entities reacted to an opinion, weighted by their respective influence on a given topic; the credibility of the outlet where the reaction was published or consumed; and the volume of reactions generated by opinions attributed to that influencer within the studied time frame. Congratulations to each of these great CMOs. - Larry Levy - Bruce Rogers Larry Levy, CEO Bruce Rogers, Chief Insights Officer Appinions Inc. Forbes 2 Copyright Appinions Inc. All rights reserved.
3 Most Influential CMOs Table of Contents Methodology 2 The 50 Most Influential CMOs in The World 5 Category Specific CMO Influence Advertising & Marketing 8 Online Marketing 9 Big Data 10 Mobile Marketing 11 CMO Influence Analyzed Score Distribution 13 By Gender 14 By Industry 15 By Opinion Volume and Revenue 21 CMO Profiles / The Top 50 CMOs 23 3 Copyright Appinions Inc. All rights reserved.
4 The 50 Most INFLUENTIAL CMOs In The World This report is based on analysis of the senior marketing officials at companies on the Forbes Global 500. Appinions determined the influence of each CMO based on all of the individual s opinions, across all topics. Here we share a list of the 50 Most Influential CMOs. Copyright Appinions Inc. All rights reserved.
5 The World s 50 Most Influential CMOs - Rank Name Brand 1 Phil Schiller Apple 2 David Lauren Ralph Lauren 3 Tim Mahoney General Motors 4 Jim Farley Ford 5 John Frascotti Hasbro 6 Kristin Lemkau JPMorgan Chase 7 Trevor Edwards NIKE 8 Beth Comstock General Electric 9 Seth Farbman Gap 10 Alain Visser Volvo 11 Matt Jauchius Nationwide Mutual 12 Richelle Parham ebay 13 Martine Reardon Macy's 14 Kevin Krone Southwest 15 Olivier Francois Fiat Chrysler 16 Stephanie Linnartz Marriott 17 Andrew Nocella American Airlines 18 Barb Rechterman GoDaddy 19 Blair Christie Cisco 20 Anne Finucane Bank of America 21 Russell Wager Mazda 22 Jim Berra Carnival 23 Jeremy Burton EMC 24 Alan Gershenhorn UPS 25 Tony Pace Doctor's Associates (Subway) Rank Name Brand 26 Keith Weed Unilever 27 Dorothy Dowling Best Western 28 Ola Kallenius Mercedes-Benz 29 Dana Anderson Mondelez 30 Ariel Kelman Amazon 31 Michael Zuna Aflac 32 Jeannine Haas Avis Budget Group 33 Karen Quintos Dell 34 Ken Chaplin Trans Union 35 Khaled Elkhouly Etisalat 36 Lorraine Twohill Google 37 Mark Hug Prudential Financial 38 Roel de Vries Nissan 39 Mike Wege Hershey Company 40 Brian Smith Lexus 41 David Christopher AT&T 42 Loren Angelo Audi 43 Deanie Elsner Kraft 44 Roy Benin Mars 45 Ann Mukherjee Frito-Lay 46 Andrea Riley Ally Financial 47 Ann Glover Voya Financial 48 Jeffrey A Hirsch Time Warner Cable 49 Andy England MillerCoors 50 Johan Buse SingTel 5 Copyright Appinions Inc. All rights reserved.
6 The 10 Most Actioned CMO Opinions These recent opinions resonated the most, garnered the most reactions, and were published or referenced across networks or media. Rank Name Company CMO # Opinion 1 Phil Schiller Apple 1 Marketing chief Phil Schiller, calling the [ipad Air 2] tablet the world's slimmest, described several new features such as an anti-reflective screen and confirmed the inclusion of the "Touch ID" sensor, already available on the latest iphones. (Reuters) 2 Beth Comstock GE 8 Businesses must be more imaginative when trying to reach consumers, rather than simply promoting their brand simplicity and speed are imperative for brands. To achieve the speed necessary to reach consumers and businesses, Comstock said GE partners with startups and smaller orgs. (Techradar) 3 Jeremy Burton EMC 23 "We were able to attract great talent to VMware, giving them equity in a startup and later exposing a portion of it to the public markets VMware is like Switzerland neutral among hardware vendors [so] a VMware customer can buy hardware from many vendors. (Forbes) 4 Richelle Parham EBay 12 Parham said Ebay s new campaign will help people understand the real ebay as it works to shed its image as an auction site and become known globally as an overall e-commerce retailer. (Canadian Business) 5 Andrew Nocella American Airlines 17 "Jetstar Japan s network provides our customers with access to more destinations in Japan said American CMO Andrew Nocella in a statement. American has been increasing its presence in Asia, adding flights to Hong Kong and Shanghai out of its hub at Dallas/Fort Worth airport. (Star-Telegram) 6 John Frascotti Hasbro 5 Hasbro won over Disney with what it has recently done in girls toys, especially Nerf Rebelle, and how it handled Disney properties Star Wars and Marvel, CMO John Frascotti said in an interview. (Bloomberg) 7 Trevor Edwards Nike 7 More players wore Nike boots than all other brands combined and nearly a third of those players wore Flyknit boots. As of the end of the quarter, we had the leading footwear market share in the nine largest football markets around the world". (Reuters) 8 Jim Farley Ford 4 Ford will increase its global sales to 9.4 million vehicles by 2020 from 6.2 million vehicles in 2013, said Jim Farley at a gathering of Ford investors near in Dearborn, Michigan. (Yahoo! Finance) 9 Ann Finucane Bank of America 20 Repositioning BoA required humble, "eyelevel" conversations just as Facebook began hitting its stride and Twitter started emerging as a news outlet. In reimagining, we had to become more authentic, we had to simplify our thinking, we had to be straightforward about what was valuable to people. (Fortune) 10 Blair Christie Cisco 19 "Today's partnership [with NBA Global Games Rio ] reflects our mutual and ongoing commitment to bringing innovation to the NBA and the game of basketball through the Internet of Everything Together we are enabling new fan experiences and, with our new R&D initiative, will see the amazing things that can happen when we connect the unconnected. (Cisco) 6 Copyright Appinions Inc. All rights reserved.
7 Category Specific INFLUENTIAL Here we look only at conversations on specific topics within marketing. For each, Appinions determined the most influential people, CMOs, and brands in each category. This section lists the top five most influential CMOs and the most commonly referenced themes in those opinions and documents. Copyright Appinions Inc. All rights reserved. CMOs General Marketing Online Marketing Mobile Marketing Big Data
8 Advertising and Marketing General #1 #2 #3 #4 #5 Top Influencers Most Influential CMOs Most Influential Brands Phil Schiller CMO, Apple David Lauren CMO, Ralph Lauren Ethan Zuckerman Director, MIT Center for Civic Media Randy Tinseth Marketing Director, Boeing Tim Mahoney CMO, GM Phil Schiller Apple David Lauren Ralph Lauren Tim Mahoney GM Martine Reardon Macy s Scott Moffitt Nintendo Facebook Samsung Google Apple Red Bull Top Themes in Advertising and Marketing 8 Copyright Appinions Inc. All rights reserved.
9 Online Marketing #1 #2 #3 #4 #5 Top Influencers Most Influential CMOs Most Influential Brands Ethan Zuckerman Director, MIT Center for Civic Media Sheryl Sandberg COO, Facebook Tim Cook CEO, Apple Frank Williams CEO, Evolent Health Brian Wieser Sr. Researcher, Pivotal Barb Rechterman GoDaddy Ariel Kelman Amazon Lorraine Twohill Google Blair Christie Cisco Mark Addicks General Mills Facebook Google Twitter YouTube Amazon Top Themes in Online Marketing 9 Copyright Appinions Inc. All rights reserved.
10 Big Data #1 #2 #3 #4 #5 Top Influencers Most Influential CMOs Most Influential Brands Tom Szkutak CFO, Amazon Jeff Bezos CEO, Amazon Jim Traschetta CMO, ihealth Ron Kasablan VP, Intel Nick Heudecker Director, Gartner Ariel Kelman Amazon Ken Dixon Verizon Lorraine Twohill Google David Christopher AT&T Blair Christie Cisco Amazon IBM Splunk Intel Verizon Top Themes in Big Data 10 Copyright Appinions Inc. All rights reserved.
11 Mobile Marketing #1 #2 #3 #4 #5 Top Influencers Most Influential CMOs Most Influential Brands Sheryl Sandberg COO, Facebook Stephen Howard Sarin SVP, ebay Brian Gardner R&D, Kaiser Permanente Brad Rees CEO, Mediacells Keshav Bansal Director, Mobile Marketing Intel Phil Schiller Apple Khaled Elkouly Etistat David Christopher AT&T Ken Dixon Verizon Kristin Lemkau JPMorgan Chase Facebook Google Yahoo Twitter emarketer Top Themes in Mobile Marketing 11 Copyright Appinions Inc. All rights reserved.
12 INFLUENTIAL This section shares analysis of the data behind our 50 Most Influential CMOs Analysis of CMOs Score Distribution By Gender By Industry By Opinion Frequency Copyright Appinions Inc. All rights reserved.
13 Top 50 CMOs - Distribution 100% 80% 60% 16 CMOs 9 CMOs 12 CMOs 8 CMOs Influence Percentile 90th-100th 75th-90th 50th-75th 20th-50th Below 25th There is a lot of influence at the top of our list; the five most influential CMOs earned nearly 50% of the total influence earned of all 50 Top CMOs. Nearly 75% of the total measured influence was earned by just 13 CMOs. #1 influencer Phil Schiller s had a tremendous spike in influence following the release of the new iphone, making him more influential than the next 5 CMOs combined. 40% 20% 0% 5 CMOs Influence Score Phil Schiller 1,714 David Lauren 510 Tim Mahoney 431 Jim Farley 321 John Frascotti 247 #2 influencer David Lauren gained attention when technology, sports, and fashion came together via wearable-tech shirts and then a holographic fashion show. #3 influencer Tim Mahoney earned his spot on top of the announcement of the debut of the next generation Chevy Volt, the automaker's best selling hybrid vehicle. 13 Copyright Appinions Inc. All rights reserved.
14 Gender and Influence in the Top 50 CMOs The women within the 50 Most Influential CMOs earned less influence-per-person then their male peers. We found the median Male CMO had an influence score 22% higher than the median Female CMO. This means that their opinions received either a lower quantity of reactions, were reacted to by less influential people, or their opinions and the reactions to them appeared in less impactful publications. Number of Influencers Share of Total Influence WOMEN 32% MEN 68% WOMEN 21% MEN 79% 14 Copyright Appinions Inc. All rights reserved.
15 Top Five Industries Represented by Influential CMOs The 50 Most Influential CMOs represented 11 different industries. Below are the top five based on the percentage of influence aggregated by CMOs from that market. Technology 6 CMOs 41% Automotive 9 CMOs 25% Apparel 4 CMOs 21% Financial Services 4 CMOs Food and Beverage 9 CMOs 8% 6% Influence Score ,000 1,500 2,000 2, Copyright Appinions Inc. All rights reserved.
16 Technology CMOs Company Breakdown in the Top 50 Go Daddy 4% Cisco 4% EMC 4% Dell 2% Google 2% TECHNOLOGY 39% Apple 84% 16 Copyright Appinions Inc. All rights reserved.
17 Automotive CMOs Company Breakdown in the Top 50 Nissan 3% Mercedes 5% Mazda 6% Lexus 3% Audi 3% GM 34% Chrysler 8% AUTOMOTIVE 25% Volvo 13% Ford 25% 17 Copyright Appinions Inc. All rights reserved.
18 Apparel CMOs Company Breakdown in the Top 50 Macy's 13% APPAREL 21% Gap 17% Ralph Lauren 49% NIKE 21% 18 Copyright Appinions Inc. All rights reserved.
19 Financal Services CMOs Company Breakdown in the Top 50 FINANCIAL SERVICES 8% Prudential 11% Ally 8% BofA 22% JPMorgan 59% 19 Copyright Appinions Inc. All rights reserved.
20 Food and Beverage CMOs Company Breakdown in the Top 50 FOOD AND BEVERAGE 8% Frito-Lay 11% MillerCoors 9% Subway 23% Mars 12% Kraft 12% Hershey 14% Mondelez 19% 20 Copyright Appinions Inc. All rights reserved.
21 Opinion Frequency and Market Cap (Pg. 1) 80 Market Cap Greater than $100 Billion 70 Market Cap Between $50 and $100 Billion Market Cap Between $25 and $50 Billion Percent of Days CMOs Twice per week or more 8 CMOs 1.5 times per week Market Cap Below $25 Billion Private 10 CMOs 1 time per week Copyright Appinions Inc. All rights reserved.
22 Opinion Frequency and Market Cap (Pg. 2) 16 7 CMOs Market Cap Greater than $100 Billion 14 3 times per month 8 CMOs Market Cap Between $50 and $100 Billion Market Cap Between $25 and $50 Billion 12 2 times per week Market Cap Below $25 Billion Private Percent of Days CMOs 1 time per month Copyright Appinions Inc. All rights reserved.
23 Profiles of INFLUENTIAL CMOs The Top 50 On the following pages we learn more about each of the 50 Most Influential CMOs in the World. Also included are the most actioned opinions these notable CMOs have shared in recent months. Copyright Appinions Inc. All rights reserved.
24 1 Phil SCHILLER Apple Apple's strategy, which spends hundreds of millions of dollars on ads, is to make the product the biggest and clearest thing in advertising. (Sharenet 09/10/) When asked about the reports of bending, Apple s head of marketing, Phil Schiller, called them extremely rare occurrences reiterating to CNBC that out of millions of iphones sold, Apple had only received nine complaints. He also told The Verge that Apple designed the product to be incredibly reliable throughout all your real world use. (MacRumors 9/25/) SVP: World Wide Product Marketing Phil Schiller is at his second stint at Apple, which began in April He assumed his current role in February Previously, he served as the VP of Product Marketing at Macromedia and Director of Product Marketing at FirePower Systems. Between 1987 and 1993 he held various marketing positions at Apple. 24 Copyright Appinions Inc. All rights reserved.
25 2 David LAUREN Ralph Lauren Ralph Lauren continues to push his company into the future, using technology as a way to keep brands fresh and innovative at the cutting edge of modernity, said David Lauren, EVP of global advertising, marketing and corporate communications. (Scottrade 9/8/) We are honored to begin this partnership with the PGA of America and celebrate achievements of these esteemed golfers as they represent our country," said David Lauren. "We look forward to a long-standing relationship that will further shape the game and support PGA professional development. (PR Newswire 9/3/) EVP: Advertising, Marketing, and Communication Lauren sits on the Board of Directors of Ralph Lauren Corporation, and is the company,s EVP of Advertising, Marketing and Communications. He joined the company in 2001 as its Chief Creative and Marketing Officer for ecommerce and Media. Lauren also serves as President of the Polo Ralph Lauren Foundation and sits on the Board of Trustees for the Ralph Lauren Center for Cancer Care and Prevention. He holds a BA from Duke University. 25 Copyright Appinions Inc. All rights reserved.
26 Tim MAHONEY 3 General Motors Chevrolet CMO Tim Mahoney told Forbes that the Volt sees its strongest popularity in the Northeast and West Coast markets and that Chevrolet is focusing more on social media and testimonials to channel overwhelming positive reviews of the Volt into greater sales numbers. (Motley Fool 9/2/) Chevrolet may have fled Europe, but it now will be the "official car" of the Shanghai Disney Resort, Chevy global chief Tim Mahoney said today. Shanghai GM, General Motors' joint venture with SAIC, will build a "large-scale iconic attraction" at Shanghai Disneyland. (BusinessWeek 9/23/) Global CMO: Chevy Mahoney has been the Global CMO for Chevrolet and Global General Motors Marketing Operations Leader since He joined Chevrolet from Volkswagen, where he was its Chief Product and Marketing Officer. Mahoney is responsible for executing Chevrolet s new brand platform, Find New Roads, and for overall coordination of GM s Global Marketing Operations. He has an MBA in Marketing Management from Drexel University. 26 Copyright Appinions Inc. All rights reserved.
27 Jim FARLEY 4 Ford EVP Global Marketing, Sales & Ford Motor Co. will increase its global sales to 9.4 million vehicles by 2020 from 6.2 million vehicles in 2013, said Jim Farley, Ford's sales chief. Farley spoke at a gathering of Ford investors near its headquarters in Dearborn, Michigan on Monday. (Yahoo! Finance 9/29/) There's perhaps less pride, but considerable profit potential, in tailoring the car for European and Asian markets, where it'll go on sale next year. "Our biggest decision early on was to sell this car globally," Ford's Jim Farley said in a briefing to auto writers here to drive the 2015 Mustang. "It forced us to decide what a Mustang is and isn't," he said. (Shreveport Times 9/21/) Service Farley is Ford s EVP of Global Marketing, Sales and Service. He joined the company in He leads its integrated Marketing, Advertising, Digital, Brand Development and Research Initiatives. Previously, he was Group VP and General Manager for Lexus, Group VP of Marketing for Toyota, and General Manager of Product Management for Toyota Europe. He has an MBA from University of California, Los Angeles. 27 Copyright Appinions Inc. All rights reserved.
28 John FRASCOTTI 5 Hasbro Angry Birds is one of the most recognizable entertainment franchises in the world and we re thrilled Rovio has chosen Hasbro as its premier toy and game licensee, said John Frascotti, CMO, Hasbro when the deal was announced. (ValueWalk 9/26/) "With 3D printing, we're now able to provide fans of Marvel Super Heroes for the first time ever with this very unique opportunity to create a one-of-a-kind action figure featuring their own likeness," said John Frascotti, CMO, Hasbro, Inc. "By partnering with Walmart, Disney, and 3DPlusMe, we're delivering to consumers a totally personalized product experience. (TMC Net 9/18/) Global CMO Frascotti is EVP and CMO of Hasbro. Previously, he was SVP of New Business Acquisitions and Licensing at Reebok International from 2002 to 2005, and SVP of its Sports Division from 2005 to He is a graduate of Yale University and holds a JD from Harvard Law School. 28 Copyright Appinions Inc. All rights reserved.
29 Kristin LEMKAU 6 JPMorgan Chase Lemkau said that phishing attacks are "the biggest risk" for customers affected by the breach The bank's website urged customers to be cautious of any communications that ask for their personal information. (Huffington Post 10/3/) We uncovered an attack by an outside adversary recently where the firm s technology environment was compromised, said Kristin Lemkau the bank had not seen any unusual fraud activity since the intrusion was discovered and there was no evidence that they have taken any proprietary software or had a blueprint of the bank s computer network. (Reuters 9/12/) CMO Lemkau has been CMO of JPMorgan Chase & Co. since and has been CCO for Chase since She is responsible for Corporate and Employer Brand firm wide. She served as CMO and Head of Communications for the investment bank between 2005 and 2010, and previously held senior roles in Media Relations and Internal Communications for J.P. Morgan. She also serves on the Board of Directors of the non-profit organization Sandy Hook Promise. She graduated from Vanderbilt University. 29 Copyright Appinions Inc. All rights reserved.
30 Trevor EDWARDS 7 Nike More players wore Nike boots than all other brands combined and nearly 1/3 of those players wore Flyknit boots. Global soccer revenue rose at a double-digit percentage rate in the 1st quarter, Trevor Edwards said. "As of the end of the quarter, we had the leading footwear market share in the nine largest football markets around the world," he said. (4 Traders 9/25/014) We re working on pricing at a style-by-style level, at a market-bymarket level," Trevor Edwards explained to analysts. In basketball and soccer, Nike throws in yet another wrinkle with its limited edition releases, like the fancy $400 Jordan "Shine" that goes on sale tomorrow morning. (BusinessWeek 9/26/) President Nike Brand Edwards has served as President of Nike Brand since He joined Nike in 1992, and was appointed Marketing Manager, Strategic Accounts for Foot Locker in 1993, Director of Marketing Americas in 1995, Director of Marketing Europe in 1997, VP of Marketing EMEA in 1999, VP of U.S. Brand Marketing in 2000, Corporate VP of Global Brand Management in 2002, and VP of Global Brand and Category Management in Prior to Nike, Edwards worked at Colgate-Palmolive Company. 30 Copyright Appinions Inc. All rights reserved.
31 8 GE Beth COMSTOCK 31 GE CMO Beth Comstock uses Venn diagrams to decide where to get started on big projects. She draws three circles for what she has to do, what she loves to do, and what she hates to do, then begins with the overlap between what she has to get done and what she loves. (Business Insider 9/5/) Recently GE CMO Beth Comstock spoke of greater boldness needed in aiding leaders at all levels to deal with expanding complexity in their roles. Rather than accepting current business structures or processes, they need to push back and offer new options to change the playing field for their work. (Forbes 9/18/) SVP and Global CMO Comstock has been GE s SVP and CMO since Previously, she held a succession of roles at GE, NBC, CBS and Turner Broadcasting. She leads Marketing, Sales, Licensing, and Communications and oversees GE Ventures. Her current priorities include partnering with and investing in start-ups, and developing new markets in analytics, energy and affordable health through GE s industrial internet, Ecomagination and Healthymagination initiatives. She graduated from the College of William and Mary with a degree in Biology. Copyright Appinions Inc. All rights reserved.
32 Seth FARBMAN 9 Gap Gap's Global CMO Seth Farbman said, there s certainly a long tradition at Gap that people come first and that the clothes are there to make you feel like your best self, and we ve been unapologetic about that for years. (InStyle UK 8/20/) "The millennial generation is one of the most connected, said Farbman, "the most powerful in terms of buying ability and buying power, and one of the most optimistic generations we've seen, since Gap was started. We decided to focus on this generation, not ignoring our strength of being a cross-generational brand, but recognizing that, if we got it right with this group, we would get a halo up. (Huffington Post 9/9/) Global CMO Farbman has served Gap s Global CMO since He was recruited from Ogilvy & Mather, where as Worldwide Managing Director he developed marketing campaigns for consumer brands such as Coca-Cola, UPS, and Unilever. He also founded Ogilvy earth, a top-ranked sustainability marketing practice. Farbman is an alumnus of Cornell University. 32 Copyright Appinions Inc. All rights reserved.
33 Alain VISSER 10 Volvo SVP: Sales, Marketing, and The cabin features sports seats and a perforated leather steering wheel with its own gearshift knob, pedals, floor mats and illuminated thread plates. "R-Design is created for people with a passion for things that add spice to life," says Alain Visser. "It appeals to customers that love active driving and a personal, expressive design. (USA Today 9/18/) The rapid response confirms that the XC90 is a truly iconic car model. The First Edition will be a collector s item in the future, said Alain Visser. The Onyx Black exterior is combined with an interior featuring leather seats in Amber, a Charcoal leather dashboard, and Walnut inlays. (WorldCarFans 9/5/) Customer Service Visser has served as the SVP of Marketing, Sales, and Customer Service at Volvo since He started his career at Ford Motors in Belgium and subsequently held various senior positions across its European division. He moved to General Motors in 2004, and joined Volvo in 2012 as VP of Sales Operations. He holds an MBA from Duke University. 33 Copyright Appinions Inc. All rights reserved.
34 Matt JAUCHIUS 11 Nationwide "Everywhere we go, people sing the 'Nationwide is on your side' jingle. As we developed this ad, we wanted to convey the familiarity of the jingle in a manner that attracts attention in a light-hearted way," said Matt Jauchius, chief marketing officer at Nationwide. (Noodls 9/8/) Nationwide picked up the Daytona 500 in the new deal, and Jauchius said the increase in races will help its goal of improving awareness among NASCAR fans. Since it began airing commercials with Earnhardt five years ago, Nationwide has increased brand awareness and sales by 20% among NASCAR fans. (USA Today 9/6/) EVP and CMO Jauchius is Nationwide s CMO and EVP. Previously, he was the company s SVP and Chief Strategy Officer where he was responsible for the development and integration of Nationwide s strategic brand initiatives. He also worked at McKinsey & Company in Corporate Strategy prior to that. He holds an MBA from the University of Michigan. 34 Copyright Appinions Inc. All rights reserved.
35 12 ebay Richelle PARHAM TV spots launch Monday, with the campaign launching through social channels -- another first for the retailer -- just prior to that. Media weight will be similar to ebay's past efforts, from a TV and digital perspective, Ms. Parham said, but ebay will ramp up its presence in social-media channels. (Advertising Age 10/9/) Parham added that the campaign will help people understand the real ebay as it works to shed its image as an auction site and become known globally as an overall e-commerce retailer. Parham noted that 80 percent of the items on the site are new and 78 percent are fixed-price merchandise. (Canadian Business Magazine 10/9/) CMO Parham has served as Ebay s CMO of North America since Previously, she was an SVP and General Manager at Digitas and Head of Global Marketing, Innovation and Initiatives at Visa. Parham has sat on the Board of Directors of Scripps Networks Interactive since May She holds a BS in Marketing, Design and Merchandising from Drexel University. 35 Copyright Appinions Inc. All rights reserved.
36 Martine REARDON 13 Macy s I am so proud of Macy s long-time dedication to the breast cancer awareness movement, not only during the month of October, but throughout the year," said Reardon. Macy s has aligned with the Pink Pony Campaign, offering a special collection of items at shops across the country. (Stock Analyst 9/29/) "Macy's is committed to giving back, nationally and to our local communities," said Martine Reardon. "For the last eight years, Macy's Shop For A Cause program has provided our customers and associates the opportunity to show their support and give back to their local community organizations while enjoying great savings. (My News 4 8/22/) CMO Reardon has been Macy s CMO since Between 2009 and 2012, she served as the company s EVP of Marketing. Previously, she was the EVP of National Marketing Strategy, Events and Public Relations for Macy's Corporate Marketing, SVP for Marketing and Sales at Macy's East, and VP of Media overseeing the Macy's/Federated marketing effort. She began her retail career in special events at Abraham & Straus in Copyright Appinions Inc. All rights reserved.
37 Kevin KRONE 14 Southwest The tide switched from 80% negative to 80% positive after the debut. The AirTran brand will sunset. We wanted to move forward with all our focus on Southwest. (Skift 10/9/) Southwest may not be completely finished with its rebranding as customer feedback indicates that the heart on its fuselage may be too subtle, and Krone said the airline may enlarge it somewhat in future paint jobs. In a bid to keep the costs of the rebranding lower, Southwest will repaint aircraft on a schedule that they would have been repainted anyway in the natural cycle, and he added that it may take several years to repaint all of its aircraft. (Skrift 10/9/) CMO Krone serves as VP and CMO of Southwest Airlines. He is responsible for Marketing, Sales, Promotions, Business Development, Advertising, Online Marketing, and Product Distribution. He joined the company in 1992 and held various positions of increasing responsibility in Marketing and Business Development before taking the reins of his current role in Krone holds an MBA in finance from the University of Illinois. 37 Copyright Appinions Inc. All rights reserved.
38 Olivier FRANCOIS 15 Fiat Chrysler The Factory Tour promotion also is one more way in which Chrysler CMO Olivier Francois is helping CEO Sergio Marchionne and brand CEO Al Gardner achieve the challenging goal of getting American consumers to regard the new 200 as a truly fresh and deserving vehicle and consider buying one. (Forbes 9/21/) There s the potential for the Chrysler brand to attain a certain level of excellence and sophistication in the years ahead, as Fiat Chrysler attempts to build into a much broader mid-market brand in the United States, Francois told me. That doesn t mean luxury or premium pricing but rather making and positioning the car so that its value is acknowledged. (Forbes 9/21/) SVP and CMO Francois is the CMO of Chrysler Group, and CEO and President of Fiat s Lancia division. Previously, he served as Chrysler Group's top marketing executive, charged with Marketing Strategy, Brand Development and Advertising for Chrysler, Jeep, Dodge and Ram Truck brands. He holds a degree in economy, finance and marketing from Dauphine University, and a diploma from the Institute des Sciences Politiques. 38 Copyright Appinions Inc. All rights reserved.